This Telefonica advertisement enhances the affordable prices that the company offers. In this case, long-distance calls are promoted by presenting a man that could be the consequence of a relationship between a Scottish and a Japanese, or another from a Turkish and a Swedish.
Goldenberg and colleagues suggested that successful advertisements are characterized by abstract patterns –creativity templates- that can lead to more effective outcomes. Among the templates described in his work, the consequence template can be observed in this print. In this case, it indicates the implications of taking advantage of the great deals the company offers. Moreover, the advertisement adds humor in the message, which is a method that has been proved to attract attention and increase liking if applied correctly (Weinberger & Gulas, 1992). The combination of both techniques is a good tool to make an effective advertisement.
Weinberger, M. G. & Gulas, C. S. (1992). The impact of humor in advertising: A review. Journal of Advertising, Vol. 21(4), 35-59.